"Sometimes they won't call me, and I say fine, you've got my email address - email me. And 99% of the time they will use my 0871 number."

He said he was "very honest" if any of the firms asked him why he had done it.

However, he was disappointed to be receiving fewer calls, falling from up to 30 per month last year to 16 so far this month.

"I want cold calls," he added.

Premium number regulator Phone Pay Plus warned against others taking the same measure as Mr Beaumont.

They told the programme: "Premium-rate numbers are not designed to be used in this way and we would strongly discourage any listeners from adopting this idea, as they will be liable under our code for any breaches and subsequent fines that result."